The idea is to define your opponent. Have to keep in mind most people under about 40 years old will have had no memory of the Clinton scandals.
* RULE 12: Pick the target, freeze it, personalize it, and polarize it. Cut off the support network and isolate the target from sympathy. Go after people and not institutions; people hurt faster than institutions. (This is cruel, but very effective. Direct, personalized criticism and ridicule works.
Rapidly followed up by rule No 5
* RULE 5: Ridicule is mans most potent weapon. There is no defense. Its irrational. Its infuriating. It also works as a key pressure point to force the enemy into concessions. (Pretty crude, rude and mean, huh? They want to create anger and fear.)